'Nu' Perfume Advert Statement of Intent
‘Nu’ is the French word for ‘bare’, and it is the name of the perfume which I am going to be creating an advert for. As a result, the advert itself will be ‘bare’ – put together without the usual extravagance society has become accustomed to in modern day perfume adverts.
The model isn’t wearing makeup, she is in a white top, against a white background and her hair is down without having been styled. It is important to note the overall look of the model as she encompasses the message I hope to convey through the advert – women don’t have to cover their faces in makeup and wear seductive clothing to be valued, there is nothing wrong with them showing their natural selves.
Various images of the model will form a grid that advertises the product and pulls in the target audience of 16-25 year olds of the ABC1 demographic. In addition, I have considered and included a number of advertising techniques to ensure that this is the outcome…
The colour scheme will be mainly white, with the only colour coming from the model’s face, hair and the product itself. This highlights her features and draws consumers’ attention to the thing the advert is trying to sell. White will be the main colour because it connotes purity and serenity whilst being sophisticated and noticeable.
Repetition is a key technique in the advert due to the fact it is made up of numerous images of the same model in the same place with the same styling. This should keep the product at the forefront of consumers’ minds, and cause them to recognise the model’s face and associate her with the product, as someone they can relate to and respect.
The advert will fit the safety and esteem needs of Maslow’s Hierarchy of Needs as the model shows she is secure with her body and confident. The advert suggests that consumers will be able to feel this way if they purchase the product.
A wide range of images will be used in the advert – some posed, some candid – showing several sides of the model. By doing this, the model looks like a normal girl, just like the consumers, rather than being a serious, sultry supermodel that provides unrealistic expectations. In some cases, the advertising technique of direct gaze will be apparent to engage consumers and showcase the complete confidence the model has. The perfume itself will not feature in all of the images, so as not to overwhelm the consumers and to showcase the product subtly in a more natural way.
Subtle is a good word to describe the advert I am going to produce. It needs to stand out, but I hope to achieve this by making it understated, and subverting stereotypes associated with today’s perfume adverts. There is no need for a man, bright red lipstick or nudity – perfume can, and should, be appealing without all of these things.
In the perfume advert I create, everything will be laid ‘nu’.